Search engines, having overtaken word of mouth, are now the most popular source of new brand discovery. With over 70% of the search market and 160 billion monthly searches, Google is the leading digital resource, people turn to when looking for something they want or need. However, appearing at the top of Google in inherently hard and time-consuming. The solution – Google Ads.

Google ads help you appear on Google searches. Depending on your budget and ad quality, you can appear on the top or bottom of the Google search results. 

Benefits of Using Google Ads

Google ads allow you to advertise to your customers at the exact moment they are looking for your products. Since they are already in the buying state of mind, making a sale is much easier. Plus, with Google ads, you only pay when someone clicks on your ad. According to Google, advertisers make $8 for every $1 they spend on Ads.

Why you need Google Ads for your equine business

How do they work?

Google shows your ads through an ad auction. However, this isn’t your typical auction where the highest bid always wins. Google ad rank wins at this auction. For example, if a customer searches for ‘horse fencing’, Google find all the ads whose keywords match that phrase. Then Google shows the ads based on Ad rank (a combination of the bid amount, quality of ad and landing page/ end-user experience). Ultimately Google wants to make money, and it does this by customers clicking on ads. Therefore, it shows the ads most likely to get clicks. If you have no money left to bid, then Google also won’t show your ads as it’s already spent the daily limit. This process happens every time there a search on Google. 

The way Google determines how much you pay per click for that keyword is a formula:

The ad rank of the advertiser below you / your quality score + $0.01 = Your price

In monetary terms:

Max bid Quality Score Ad rank You Pay
Advertiser 1: $2.00 10/10 20 16/10 + 0.01 = $1.61
Advertiser 2: $4.00 4/10 16 12/4 + 0.01 =  $3.01
Advertiser 3: $6.00 2/10 12 Highest CPC

Max bid x quality score = Ad rank

What is your Quality Score and how can we improve it?

Your ads quality score is Google’s rating of the overall user experience that your ads and landing pages provide for your keywords. At Show Pony Creative we continually check your quality score throughout your campaign to ensure your ads are useful to your customers. 

  • Improving Click-Through Rate: Your click-through rate estimates how likely someone will click on your ad. We improve this by working on your ads and keywords to ensure they are attractive to your customers. 
  • Improving ad relevance: We ensure that your keywords match the message in your ads. 
  • Improving landing page experience: If necessary we will make suggestions for edits to your landing page text and navigation. 


Keywords are the heart of your Google Ads and something you really want to nail and considerable time should be spent doing your keyword research.

At Show Pony Creative we take the time to conduct thorough keyword research so that your campaigns reach the right customers. Our research determines how many people are searching for a term and how much competition it has. The more competition, the most expensive the ad will cost. By doing this, we can find the search terms that are most relatable to your product, with the highest purchase intent.

Ad Creation

The message that you portray in your google ads is essential for clicks. We write the ads based on our keyword research, which usually determines clear ad groups. Once we have created our ad groups, we meticulously write the ads to suit each business. We never copy and paste because we know how unique each business is.


We recently worked with a saddlery who used a ‘non-horse specific’ agency to build their Google ads campaign. Although they had set up their ads well, their advert copy was too generic to resonate with the typical horse lover. We edited these ads so that they reflected the saddlery’s personality and spoke to their target market. By curating their ads to the horse industry, we increased their ads’ conversion rate by 153%!

At Show Pony Creative we are Google Ads certified in Search, Display, Video, Shopping ads, Apps and Measurement. If you would like us to initiate or fine-tune your Google Ads contact us here.